Mobility Solutions- Discussion 2

Futbol, or soccer, is the most widely played and most popular sport in the world. For the US however, it is the youngest in regards to the fans and supporters (Broughton, 2014). In study done by Catalyst, an IMG Consulting Company, conducted a Sports Fan Engagement Study and found avid soccer fans in the United States are more likely to engage with brands aligned with their sport more than the other major leagues (Broughton, 2014). The study found that 84% of soccer fans had connected and taken action with a brand involved in the sport with 36% indicating they had actually purchased the product or service (Broughton, 2014). Having the youngest following might make it easier for the MLS to market and grow in the United States. Having a generation of fans that are growing up with social media, makes it clear that MLS must use social media in its marketing plans. The 2014 season saw a 220% increase in digital content consumption with Facebook and Twitter having their audience double (Broughton, 2014). Adidas has continued a “24 Under 24” digital campaign that has been embraced by fans over the last 5 years.

The 2014 FIFA World Cup also saw a large increase in use of mobile sports applications. ESPN, BBC sports and Eurosport saw a 300% increase in activity during game times (M2 Communications, 2014). These analytics showed a 200% increase in Facebook, Facebook Messenger, Instagram, Twitter, WhatsApp, Skype Chat and Viber during game time (M2 Communications, 2014). Network peak times changed from what they typically were, say during the evening times, to the times of the game. Yaniv Sulkes, AVP marketing at Allot Communications stated, “Our analysis of mobile traffic surrounding the World Cup games definitely showed us that it's all about the online experience...”. That is largely similar to the finding of the Catalyst study which found that social media was found as the primary source for sports information more often than newspapers, radio and magazines for a third straight year (Broughton, 2014).

Broughton, D. (2014). Soccer fans follow sponsors to social media. Retrieved from http://www.sportsbusinessdaily.com/Journal/Issues/2014/10/13/Research-and-Ratings/Sports -Fan-Engagement-Study.aspx

M2 Communications. (2014). Fan engagement via mobile sports apps up 300% during FIFA World Cup. Telecomworldwire (M2)

Mobility Technology and Marketing: Discussion 1

Smart phones have had the greatest single impact on mobility technology of the 21^st century. Cell phones grew and certainly changed the way people communicate with one another but once these devices became 'smart', it changed the way businesses and companies market and function. Smart phones have gone from having a 3G connection to an industry current best, 4G LTE (Long-Term Evolution) infrastructure (Kickham, 2012). The stronger and more dependable the network, the greater the capabilities are for consumers to be able to experience content while away from home. It seems to be that just about any commercial break on television is including at least one commercial for a cellular service provider claiming to have the best and most dependable network. The effort is warranted as cell phones are being produced with as much anticipation each year as there has been for any other product.

With the expanding LTE coverage across the nation, businesses need to begin to exercise mobile campaigns to reach the market of smart phone users. Social media is experienced via mobile devices and video content is streamed as well. Sports organizations live stream their content for mobile devices as well as deliver customized news alerts to users. While television contracts remain to be most important revenue source for sports leagues, mobile solutions are a growing need. While mobile capabilities might not over take television needs, there is a clear dissent for the raising prices of cable subscriptions due largely in part to the expensive sports subscription rates. Mobile devices allow for cable providers to be able to provide live content via a cable service subscription. This allows fans and consumers to view live content at work, on the road, at a party or anywhere else outside of their home.

Kickham, V. F. (2012). SMART PHONES AND TABLETS STILL DRIVE GROWTH. Electronic Design, 60(1), 90.

Questionnaire with Nick Hart of the Wilkes-Barre/Scranton Penguins

I would like to thank Nick Hart of the Wilkes-Barre/Scranton Penguins for his participation in this assignment. It is great insight on a new level from someone who is young and in the sports industry. 

What are your responsibilities and how do these responsibilities integrate with marketing and business objectives for the organization?

My responsibilities include: Providing game names, bios, and statistics to coaches, players, team and league officials, and media that attend Wilkes-Barre/Scranton home games. I am the primary point of contact for game credential requests and interview requests. I build relationships with our local reporters and serve as a liaison between the team and the media. Press releases and post-game recaps come through me. I am also the primary content provider for our game program, team website, and blog.

What methods of communications does the organization use to reach their publics and how they are effective?

Our team uses a wide distribution list for out press releases, game recaps, and media advisories to control the message surrounding our team. We also have a very strong social media presence, in addition to an active base of players dedicated to community outreach.

What are some examples of communications strategies you have used to achieve success and what were the results?

The communication strategy we have used most effectively is social media. We try and provide a bevy of content to our fans on Twitter, Facebook, and a team blog that covers news surrounding the Penguins organization at both the National and American Hockey League levels. On all of these platforms, we try and make our content as visible as possible and always inform readers/listeners where and how they can purchase tickets and team merchandise.

How has your public relations practice affected the reputation of the organization?

Our PR and New Media department has won awards as the American Hockey League’s best as recently as 2014-15. Since I have taken over, my goal has been to uphold the high standard set by my PR predecessors as well as the players on the ice for the Wilkes-Barre/Scranton Penguins. While we are a minor league hockey team, we do not work to be “minor league”. We are big time, and we want the perception around the sports world to reflect that attitude.

How did you get to where you are today?

After studying journalism for four years in the E.W. Scripps School of Journalism at Ohio University, I got in contact with several minor league and junior hockey teams about filling potential broadcast positions within their organizations. After a series of close-but-no-cigar situations, an opportunity opened up with the Wilkes-Barre/Scranton Penguins shortly before the season began. I believe building my résumé as much as possible in college with real-life experiences in broadcasting and print journalism buoyed my chances amid a quick interview process as the team tried to fill the position before the season began.

What advice would you give someone wanting to follow a similar path?

1. No experience is bad experience. Build your résumé as much as possible. Journalists and public relations professionals are expected to have a number of tools in their utility belt and cannot be one trick ponies, no matter how good that one trick might be. Do as many internships as possible, and if there is no professional organization at school for you to join to gain experience, do not be afraid to go off on your own and put in the work to build that résumé.

2. Network. Network as much as possible. The biggest reason I was able to get an interview with my current employer had NOTHING to do with how good or bad I was at my job. I was fortunate enough to know the General Manager of the team from previous work experience and he got me in the door for an interview. Do not be afraid to reach out to as many current professionals in your field of choice as much as you can, either. You may not get responses on 19-of-20 inquiries or so, but that one connection made could provide valuable insight or even build a professional relationship for the future.

3. Proof read more than you already do. I’ve been stunned by the number of intern applicants that submit writing samples to professional organizations that are littered with typos. Much of the PR field requires a laser-focus to detail, and a quick way to end up in the discard pile is with typos.

Which professional or organization would you recommend connecting with?

All of them. Like I said, you may not get responses on even half of your attempted connections, but those communications can never, ever hurt you.

What do you know now that you wish you would have known earlier in your career?

You think that you are prepared for the late nights and long hours, but can never ever truly be ready for the grind of a profession in pro sports and the toll it can take on your sleeping schedule and social life. It’s an adjustment that some can make easier than others, but no matter how much you convince yourself you can handle it, there will be times when you feel overwhelmed as you get used to life as a professional and the schedule and workload that comes with it.

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TO on FOX

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Get your POPCORN READY!!

TO IS BACK! I am back and around the sport I LOVE. I dominated on the field and I will dominate on the set as I am the newest member of the Fox Sports 1 NFL broadcast crew. My time in the NFL is well noted with my time I spent in the end zone. TO WITH THE TD!! But now it is TO ON THE TV. I know you're all as excited as I am. But maybe not, because I do love me some me.

But for real, TO is going to be revolutionizing the game of analyzing the game. I've been in the league and not only did I perform... I dominated! Fox Sports has always had a way of dominating with its studio shows and their expert analysis of the game. I couldn't be happier to join fellow Hall Of Fame members Michael Strahan and Jerome Bettis. Mike has tons of experience he can share and it will be invaluable. The BUS is an all time great and will definitely add to our expert panel of personalities.

There is no personality though, like that of TO! Except this... Regis Philbin is also going to be anchoring our crew!! How much fun is this going to be!! We are going to entertain and energize stuido analysis of the NFL. Everyone better be on notice for when TO is on! And all I can say is make sure you GET YOUR POPCORN READY!